February Partner Spotlight

Jan 31, 2014

The Texas Diabetes Prevention and Control Program Incorporates NDEP Messages and Materials in its “Get Tested Today” Campaign

The Texas Diabetes Prevention and Control Program (DPCP) at the Texas Department of State Health Services
administers grant-funded initiatives and contracted services to address current issues affecting people with diabetes
and those at risk of getting diabetes. The Texas DPCP maintains a statewide system of quality education services for
all people with diabetes and health care professionals who offer diabetes treatment and education. Programs and activities
are made possible through state and federal funding and partnerships with other organizations across the state that share
a vision of a Texas free of diabetes and its complications.

Outreach and Promotions

The Texas DPCP used the National Diabetes Education Program’s (NDEP) messages
and materials as part of their public awareness campaign, “Get Tested Today,” developed to encourage
Hispanic populations to get tested for diabetes.

The first step in developing the campaign was market research, specifically,
targeted research on Hispanic and Latino populations in Texas. Research showed that getting tested to prevent the
complications of diabetes – such as heart attack or stroke, nerve damage in hands and feet that can lead to amputations,
and eye problems that can lead to blindness – was the message that resonated best with the target population. They also
learned that Hispanics and Latinos are avid users of technology, including mobile phones, and go online using their mobile devices.
This information was used to guide their campaign messages and outreach strategy, which featured television and radio public
service announcements in English and Spanish, as well as online and mobile phone advertising. All outreach directed people
to the diabetes prevention website, www.preventtype2.org.

The campaign drove increased visits to www.preventtype2.org, which
received more than 30,000 visits in December. Online advertising generated more than 47 million impressions
resulting in 54,000 clicks during the month. A focus on online and mobile promotions showed immediate campaign
results, so ads could be tailored as needed to drive even more people to the website. Additionally, the NDEP
provided access to messages and materials that could be used and adapted for the campaign.